Man injured in fall from rock at Piha, west Auckland

St John Ambulance and Fire and Emergency have been called to an incident at Piha where a man was injured in a fall.

The man, who was in his 50s, was taken to Auckland City Hospital by Westpac Rescue Helicopter in a serious condition.

He fell from a rocky cliff at the northern end of Piha Beach just after 8am today.

Paramedic Chris Deacon said the man was taking a photograph when he fell "probably eight to 10 metres" on to the sand below.

"He said the earth rotated under him...his wife was less than impressed."

The man had a number of injuries, Deacon said, which were "moderate to severe".

Deacon, who is an intensive care Paramedic, described the man as "fit, healthy and quite muscular".